THE ROLE OF DIGITAL MEDIA MARKETING IN PROMOTING SUSTAINABLE CONSUMPTION: A SYSTEMATIC REVIEW

Abstract

The rapid increase in social media engagement among young consumers, coupled with globalization and economic growth, has instigated notable shifts in shopping behaviors, manufacturing practices, and technological advancements. This systematic review aims to evaluate the extent literature concerning retailers' role promotes sustainable consumption among consumers. Given the absence of a comprehensive systematic review in scholarly literature, despite the increasing number of studies published in this field, there is a necessity for such research. This systematic review adheres to a rigorous five-step procedure to ensure high quality, replicability, transparency, and reliable results. The review has identified a total of 73 articles, selected based on their relevance to the review's purpose and objectives. Moreover, the review proposes a research agenda for future investigations and elucidates the practical implications of digital marketing and sustainable consumption.